Blurb:

Chapter 4 examines some instances of television advertisements and develops detailed transcription techniques for the further analysis of entire advertisements as a form of dynamic text. In this chapter, we return to, and further develop, some key questions about the discourse level of organisation that we first explored in Chapter 1. Chapter 4 also develops some specific ideas concerning the expression (material) stratum of multimodal texts.



4.0 Introduction

4.1 The Eskimo text: a macro-analytical approach to transcription

4.2 The Westpac text: an integrated approach to transcription

4.3 Etic and emic criteria in multimodal transcription

4.4 Phases, subphases and transitions

4.5 Column 1: Row number and time specification

4.6 Column 2: The visual frame

4.6.1 Visual frames and shots

4.6.2 Information structure: Given and New

4.6.3 Sequencing and relations of interdependency between shots

4.7 Column 3: The visual image

4.7.1 Specifying visual information

4.7.2 Perspective

4.7.3 Distance

4.7.4 Visual collocation

4.7.5 Visual salience

4.7.6 Colour

4.7.7 Coding orientation

4.7.8 Visual focus or gaze of participants

4.8 Column 4: Kinesic action

4.8.1 The meaning of movement

4.8.2 Interpersonal modification of movement

4.8.3 General observations on the notation of movement

4.9 Column 5: The soundtrack

4.9.1 Integrating auditory phenomena

4.9.2 Sound acts and sound events

4.9.3 Dialogic relations among sound events

4.9.4 A brief comment on the notation of the soundtrack

4.9.5 The rhythm of sound events

4.9.6 Accented rhythmic units

4.9.7 Rhythm groups

4.9.8 Degree of loudness

4.9.9 Duration of syllable, musical note, sound event

4.9.10 Tempo

4.9.11 Continuity and pausing

4.9.12 Dyadic relations among auditory voices: sequentiality, overlap, turntaking

4.9.13 Vocal register

4.10 Column 6: Metafunctional interpretation

4.10.1 Metafunctional notation in relation to Column 6

4.11 Display and depiction: two sides of the same semiotic coin in visual texts

4.11.1 Multimodal discourse analysis: the Mitsubishi Carisma advertisement
revisited

4.11.2 From delimited optic array to visual text: the stratification of the visual sign

4.11.3 Transformations in the optic array: some examples from the Mitsubishi
Carisma text

4.11.4 Visual transitivity frames and experiential meaning

4.11.5 Identity chains in visual semiosis

4.11.6 Dependency relations in the Mitsubishi Carisma text: implications for
visual texts

4.11.7.Some sources of coherence in the Mitsubishi Carisma advertisement: Phase 1

4.11.8. Counter-expectancy and hypertext in the Mitsubishi Carisma advertisement

4.12 Conclusion: the shape of things to come